Brand Management chapter-1

Brands vs Products (**)

BASIS FOR
PRODUCT BRAND
COMPARISON

Meaning A product is an item A brand is something

which is ready for which distinguishes a
sale in the market. product from other
products in the
market.

What is it? A product is What A brand is What you

you need? want?

Uniqueness A product can be A brand has a

easily copied. distinguished identity,
that cannot be copied.

Created by Manufacturers Customers

Can it be Yes No
replaced?

What they do? A product performs A brand offers value.

the functions.

Appearance A product may be A brand is intangible.

tangible or
intangible in nature.

Time Horizon A product can be Brand remains forever.

outdated after some
time.

What is a Brand? (*****)

According to the American Marketing Association (AMA), a brand is a
“name, term, sign, symbol, or design, or a combination of them,
intended to identify the goods and services of one seller or group of
sellers and to differentiate them from those of competition.”
Brand Elements (*****)
Brand elements, sometimes called brand identities, are those
trademarkable devices that serve to identify and differentiate the
brand. The main ones are brand names, URLs, logos, symbols,
characters, spokespeople, slogans, jingles, packages, and signage.
Five levels of meaning of a product (***)
1. Core benefit level
2. Generic product level
3. Expected product level
4. Augmented product level
5. Potential product level
Why do Brands Matter? (**)
In aspects of consumer:
1. Helps buyers to identify the product they like or dislike.
2. Helps buyers to evaluate quality of products, especially if unable
to judge a products characteristics.
3. Brand helps to reduce the time needed for purchase.
4. Brand helps to reduce buyer’s perceived risk of purchase.
5. Buyers may derive a psychological reward from owning the brand.
In aspects of manufacturers:
1. Brand identifies the company’s products making repeat purchase
easier for customers around the world.
2. Brand helps form introduce a new product that carries the name
of one or more of its existing products.
3. Brand gives legal protection to the companies.
4. Firms may be able to charge a premium for the brand.
 5. Differentiate product offering from competitors.
6. Easier cooperation with well-known brands.
Signal product characteristics and attributes
1. Search goods
2. Experience goods
3. Credence goods
Consumer’s perceived risk (**)
1. Functional risk:
2. Physical risk:
3. Financial risk:
4. Social risk:
5. Psychological risk:
6. Time risk:
Factors Responsible for Branding Challenges (***)
 Savvy customers
 Economic downturns
 Brand proliferation
 Media transformation
 Increased Competition
 Increased costs &
 Greater accountability
Strategic Brand Management Process (*)
1. Identifying and Developing Brand Plans.
2. Designing and Implementing Brand Marketing Programs.
3. Measuring and Interpreting Brand Performance.
4. Growing and Sustaining Brand Equity.

Identifying and Developing Brand Plans

1. Brand positioning model
2. Brand resonance model
3. Brand value chain
Designing and Implementing Brand Marketing Programs
1. Choosing Brand Elements.
2. Integrating the Brand into Marketing Activities and the Supporting
Marketing Program.
3. Leveraging Secondary Associations.
Measuring and Interpreting Brand Performance
1. Brand audit
2. Brand tracking studies
3. Brand equity management system
Growing and Sustaining Brand Equity
1. Defining Brand Architecture.
2. Managing Brand Equity over Time.
3. Managing Brand Equity over Geographic Boundaries, Cultures, and
Market Segments
********************End of Chapter one*********************
Brand Management chapter-2
Three tools Models
1. Brand positioning model
2. Brand resonance model
3. Brand value chain model

Marketing advantages of strong brand (***)

  Improved perceptions of product performance
 Greater loyalty
 Less vulnerability to competitive marketing actions
 Less vulnerability to marketing crises
 Larger margins
 More inelastic consumer response to price increases
 More elastic consumer response to price decreases
 Greater trade cooperation and support
 Increased marketing communication effectiveness
 Possible licensing opportunities
 Additional brand extension opportunities
Brand Equity as a Bridge
Brands as a Reflection of the Past:
Brands as a Direction for the Future:
Components of Brand Knowledge/Sources of Brand Equity
1. Brand awareness
i. Brand recognition
ii. Brand recall
2. Brand image
i. Brand attributes
ii. Brand benefits
Factors/effects of Brand Image
Strength of Brand Associations:
Favorability of Brand Associations:
Uniqueness of Brand Associations:

Identifying and Establishing Brand positioning

Target market
Market segmentation
i. The Sensory Segment: Seeking flavor and product appearance
ii. The Sociables: Seeking brightness of teeth
iii. The Worriers: Seeking decay prevention
iv. The Independent Segment: Seeking low price
Criteria:
i. Identifiability:
ii. Size:
iii. Accessibility:
iv. Responsiveness:
Point of Difference (POD) & Point of Parity (POP) (***)
Point of difference (POD) refers to the factors of products or services
that establish differentiation. Differentiation is the way in which the
goods or services of a company differ from its competitors.
Points of Parity (POP) are usually the attributes or functionalities or
benefits or any other marketing mix elements that are not unique to
the brand and might be shared by some or all the competitors, as they
mostly include the basic necessities for a brand to be considered in a
particular category.
Points-of-Parity Associations
i. Category points-of-parity
ii. Competitive points-of-parity
iii. Correlational points-of-parity
Choosing point of difference (*)
1. Desirability Criteria:
2. Deliverability Criteria:
i. Feasibility:
ii. Communicability:
3. Differentiation Criteria:
Establishing Points-of-Parity and Points-of-Difference
1. Separate the Attributes:
2. Leverage Equity of another entity:
3. Redefine the Relationship:
Updating Positioning over Time (**)
Laddering (***):
i. Attributes:
ii. Functional Benefits:
iii. Emotional Benefits:
Reacting:
i. Do nothing:
ii. Go on the defensive:
iii. Go on the offensive:
Brand Mantra (****)
A brand mantra is a short, three- to five-word phrase that captures the
irrefutable essence or spirit of the brand positioning.
Designing a Brand Mantra
Emotional Descriptive Modifier Brand Function
Modifier
Nike Authentic Athletic Performance
Disney Fun Family Entertainment
The brand functions
The descriptive modifier
The emotional modifier

Implementing a Brand Mantra

  Communicate:
 Simplify:
 Inspire:
*********************End of Chapter Two*********************
Brand Management chapter-3
Brand resonance pyramid or Brand building blocks (*****)

Brand salience
1. Breadth and Depth of Awareness:
2. Product Category Structure:
3. Strategic Implications:
Brand Performance
1. Primary ingredients and supplementary features:
2. Product reliability, durability, and serviceability:
3. Service effectiveness, efficiency, and empathy:
4. Style and design:
5. Price:

Brand Imagery
 1. User Imagery:
2. Purchase and Usage Imagery:
3. Brand Personality and Values:
4. Brand History, Heritage, and Experiences:
Brand Judgments
1. Brand Quality:
2. Brand credibility:
3. Brand Consideration
4. Brand Superiority
Brand Feelings
1. Warmth:
2. Fun:
3. Excitement
4. Security:
5. Social approval:
6. Self-respect:
Brand Resonance
1. Behavioral Loyalty:
2. Attitudinal Attachment:
3. Sense of Community:
4. Active Engagement:
The brand value chain (**)
1. Marketing program investment
i) Program Quality Multiplier
a. Distinctiveness:
b. Relevance:
c. Integrated:
d. Value:
e. Excellence:
2. Customer mind-set
a. Brand Awareness:
b. Brand Associations:
c. Brand Attitudes:
d. Brand Attachment:
e. Brand Activity:
ii) Marketplace conditions multiplier
a. Competitive superiority:
b. Channel and other intermediary support
c. Customer size and profile:
3. Market performance
iii) Investor sentiment multiplier
a. Market dynamics:
b. Growth potential:
c. Risk profile:
d. Brand contribution:
4. Shareholder Value
********************End of Chapter Three*********************
Brand Management chapter-4

Criteria for choosing brand elements (*****)

 1. Memorable:
2. Meaningful:
3. Likable:
4. Transferable:
5. Adaptable:
6. Protectable:
Brand elements
 Brand Names
1. Naming Guidelines:
i. Brand Awareness:
a. Simplicity and Ease of Pronunciation and Spelling.
b. Familiarity and Meaningfulness.
c. Differentiated, Distinctive, and Unique.
ii. Brand Associations:
2. Naming Procedures:
i. Define objectives.
ii. Generate names.
iii. Screen initial candidates.
iv. Study candidate names.
v. Research the final candidates.
vi. Select the final name.
 URLs
 Logos and Symbols
 Characters
 Slogans
 Jingles
 Packaging (***)
1. Objective of Packaging
2. Identify the brand.
3. Convey descriptive and persuasive information.
4. Facilitate product transportation and protection.
 5. Assist in at-home storage.
6. Aid product consumption.
Packaging Changes
Firms change their packaging for a number of reasons:
1. To signal a higher price, or to more effectively sell products
through new or shifting distribution Channels.
2. When a significant product line expansion would benefit from a
common look.
3. To accompany a new product innovation to signal changes to
consumers.
4. When the old package just looks outdated.
*********************End of Chapter Four*********************
Brand Management chapter-5
New perspectives on marketing (**)
1. Rapid technological developments.
2. Greater customer empowerment.
3. Fragmentation of traditional media.
4. Growth of interactive and mobile marketing options.
5. Channel transformation and disintermediation.
6. Increased competition and industry convergence.
7. Globalization and growth of developing markets.
8. Heightened environmental, community, and social concerns.
9. Severe economic recession.
Integrating marketing (*)
Integrated marketing is a concept under which a company carefully co-
ordinates and integrates its many communication channels, (AD,
personal selling, sales promotion, direct marketing, public relations and
publicity) to deliver a clean consistent and compelling message about
its product, service and organization.
Personalizing Marketing (**)
i. Experiential marketing:
a. Sense marketing.
b. Feel marketing.
c. Think marketing.
d. Act marketing.
e. Relate marketing.
ii. Relationship marketing:
a. Sensory
b. Affective
c. Behavioral
d. Intellectual
iii. Mass Customization:
iv. One-to-one marketing:
v. Permission Marketing:
Product strategy
1. Perceived Quality
i. Performance
ii. Features
iii. Conformance quality
iv. Reliability
v. Durability
vi. Serviceability
vii. Style and design
2. After-marketing
i. User Manuals:
ii. Customer Service Programs:
iii. Loyalty Programs
Channel strategy (**)
1. Direct channels
i) Company-Owned Stores:
ii) Store-within-a- store
iii) Other Means:
2. Indirect channels
i) Push and pull strategy:
ii) Channel Support:
a. Retail Segmentation:
b. Cooperative Advertising:
3. Online Strategies
*********************End of Chapter Five*********************
That’s all for final exam
Happy reading 